Heisenberg

I wrote about Google Analytics yesterday. As usual, I syndicated the post to Ev’s blog, and I got an interesting response over there. Kelly Burgett set me straight on some of the finer details of how goals work, and finished with this thought:

You mention “delivering a performant, accessible, responsive, scalable website isn’t enough” as if it should be, and I have to disagree. It’s not enough for a business to simply have a great website if you are unable to understand performance of channel marketing, track user demographics and behavior on-site, and optimize your site/brand based on that data. I’ve seen a lot of ugly sites who have done exceptionally well in terms of ROI, simply because they are getting the data they need from the site in order make better business decisions. If your site cannot do that (ie. through data collection, often third party scripts), then your beautifully-designed site can only take you so far.

That makes an excellent case for having analytics. But that’s not necessarily the same as having Google analytics, or even JavaScript-driven analytics at all.

By far the most useful information you get from analytics is around where people have come from, where did they go next, and what kind of device are they using. None of that information requires JavaScript. It’s all available from your server logs.

I don’t want to come across all old-man-yell-at-cloud here, but I’m trying to remember at what point self-hosted software for analysing your log traffic became not good enough.

Here’s the thing: logging on the server has no effect on the user experience. It’s basically free, in terms of performance. Logging via JavaScript, by its very nature, has some cost. Even if its negligible, that’s one more request, and that’s one more bit of processing for the CPU.

All of the data that you can only get via JavaScript (in-page actions, heat maps, etc.) are, in my experience, better handled by dedicated software. To me, that kind of more precise data feels different to analytics in the sense of funnels, conversions, goals and all that stuff.

So in order to get more fine-grained data to analyse, our analytics software has now doubled down on a technology—JavaScript—that has an impact on the end user, where previously the act of observation could be done at a distance.

There are also blind spots that come with JavaScript-based tracking. According to Google Analytics, 0% of your customers don’t have JavaScript. That’s not necessarily true, but there’s literally no way for Google Analytics—which relies on JavaScript—to even do its job in the absence of JavaScript. That can lead to a dangerous situation where you might be led to think that 100% of your potential customers are getting by, when actually a proportion might be struggling, but you’ll never find out about it.

Related: according to Google Analytics, 0% of your customers are using ad-blockers that block requests to Google’s servers. Again, that’s not necessarily a true fact.

So I completely agree than analytics are a good thing to have for your business. But it does not follow that Google Analytics is a good thing for your business. Other options are available.

I feel like the assumption that “analytics = Google Analytics” is like the slippery slope in reverse. If we’re all agreed that analytics are important, then aren’t we also all agreed that JavaScript-based tracking is important?

In a word, no.

This reminds me of the arguments made in favour of intrusive, bloated advertising scripts. All of the arguments focus on the need for advertising—to stay in business, to pay the writers—which are all great reasons for advertising, but have nothing to do with JavaScript, which is at the root of the problem. Everyone I know who uses an ad-blocker—including me—doesn’t use it to stop seeing adverts, but to stop the performance of the page being degraded (and to avoid being tracked across domains).

So let’s not confuse the means with the ends. If you need to have advertising, that doesn’t mean you need to have horribly bloated JavaScript-based advertising. If you need analytics, that doesn’t mean you need an analytics script on your front end.

Have you published a response to this? :

Responses

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I got a follow-up comment to my follow-up post about the follow-up comment I got on my original post about Google Analytics. Keep up.

I made the point that, from a front-end performance perspective, server logs have no impact whereas a JavaScript-based analytics solution must have some impact on the end user. Paul Anthony says:

Google won the analytics war because dropping one line of JS in the footer and handing a tried and tested interface to customers is an obvious no brainer in comparison to setting up an open source option that needs a cron job to parse the files, a database to store the results and doesn’t provide mobile interface.

Good point. Dropping one snippet of JavaScript into your front-end codebase is certainly an easier solution …easier for you, that is. The cost is passed on to your users. This is a classic example of where user needs and developer needs are in opposition. I’ve said it before and I’ll say it again:

Given the choice between making something my problem, and making something the user’s problem, I’ll choose to make it my problem every time.

It’s true that this often means doing more work. That’s why it’s called work. This is literally what our jobs are supposed to entail: we put in the work to make life easier for users. We’re supposed to be saving them time, not passing it along.

The example of Google Analytics is pretty extreme, I’ll grant you. The cost to the user of adding that snippet of JavaScript—if you’ve configured things reasonably well—is pretty small (again, just from a performance perspective; there’s still the cost of allowing Google to track them across domains), and the cost to you of setting up a comparable analytics system based on server logs can indeed be disproportionately high. But this tension between user needs and developer needs is something I see play out again and again.

I’ve often thought the HTML design principle called the priority of constituencies could be adopted by web developers:

In case of conflict, consider users over authors over implementors over specifiers over theoretical purity. In other words costs or difficulties to the user should be given more weight than costs to authors.

In Resilient Web Design, I documented the three-step approach I take when I’m building anything on the web:

  1. Identify core functionality.
  2. Make that functionality available using the simplest possible technology.
  3. Enhance!

Now I’m wondering if I should’ve clarified that second step further. When I talk about choosing “the simplest possible technology”, what I mean is “the simplest possible technology for the user”, not “the simplest possible technology for the developer.”

For example, suppose I were going to build a news website. The core functionality is fairly easy to identify: providing the news. Next comes the step where I choose the simplest possible technology. Now, if I were a developer who had plenty of experience building JavaScript-driven single page apps, I might conclude that the simplest route for me would be to render the news via JavaScript. But that would be a fragile starting point if I’m trying to reach as many people as possible (I might well end up building a swishy JavaScript-driven single page app in step three, but step two should almost certainly be good ol’ HTML).

Time and time again, I see decisions that favour developer convenience over user needs. Don’t get me wrong—as a developer, I absolutely want developer convenience …but not at the expense of user needs.

I know that “empathy” is an over-used word in the world of user experience and design, but with good reason. I think we should try to remind ourselves of why we make our architectural decisions by invoking who those decisions benefit. For example, “This tech stack is best option for our team”, or “This solution is the best for the widest range of users.” Then, given the choice, favour user needs in the decision-making process.

There will always be situations where, given time and budget constraints, we end up choosing solutions that are easier for us, but not the best for our users. And that’s okay, as long as we acknowledge that compromise and strive to do better next time.

But when the best solutions for us as developers become enshrined as the best possible solutions, then we are failing the people we serve.

That doesn’t mean we must become hairshirt-wearing martyrs; developer convenience is important …but not as important as user needs. Start with user needs.

# Saturday, January 20th, 2018 at 5:07pm

horse staple genius

Is there an issue you’ve seen that “Cache-Control: no-store”, “Referrer-Policy: same-origin”, and “X-Forwarded-IP header” doesn’t solve?